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Over the past decade India has captured the attention of the greatest consumer companies in the world. But despite their aggressive efforts, most of them have yet to find or secure a comfortable place in India’s market. After years dedicated to establishing market share, their positions remain vulnerable: They launch products and pull back, change their branding, or see their positions undermined by local rivals. Why?

Conventional wisdom derived from experience in the developed world does not apply to India. When orthodox business practices fail, new ones must be rebuilt from the ground up, specifically tailored to India’s markets.

This book explains the unique challenges posed by India and how to overcome them. The undertaking should be worthwhile to anyone interested in acquiring 1.2 billion new customers.